The Halal Guys has unveiled renderings of its redesigned restaurant concept, which pays tribute to its roots as a New York City street cart and incorporates safety precautions for customers during and after the COVID-19 pandemic, according to Margaret Carrera, chief development officer.
“It has been six years since we opened our first franchised restaurant, and while we are proud of our early stores, The Halal Guys’ brand has evolved and we felt it was important to acknowledge that,” she said in a press release. “We hope the new design pays homage to the origins of The Halal Guys while continuing the evolution of the brand well into the 21st century.”
Rubber and Road Creative, a San Francisco-based brand strategy and retail design firm, created the design incorporating hinged graphic metal panels, subway tiles that conjure images of city cabs and urban trains and manhole covers on the floor of the ordering queue as a nod to the experience of visiting the original New York City street cart. The location’s open design provides transparency and allows customers to see everything being safely prepared from the grill and skewers, said Brent White, design director of Rubber and Road.
“We developed a great design language that allowed us to be flexible during COVID,” he said in the release. “Chevron graphics on the floor were already part of the plan to streamline the flow of traffic for customers eating in, third-party deliveries, web and to-go orders. We also incorporated Plexi-glass panels and sketch art on protective glass to reinforce branding while maintaining protocols for safety.”
The concept will also feature two seating options for individual and communal gatherings. Customers may choose between comfortable banquet park bench-style seating around New York City-themed photo tables or window barstools.
Enhancing the customer experience
Enhancing the customer experience and ensuring safety have been key factors in The Halal Guys’ growth strategy over the past year.
In 2020, the brand launched a user-friendly website and POS system by Revel Systems as a platform to inform and educate customers, as well as current and prospective franchisees with the latest company news, services and COVID-19 safety protocols. The store redesigns also follows the brand’s 30th anniversary celebration and re-launch of its mobile application.
With more than 90 locations worldwide, the brand plans to open another 400 units over the next few years.